Slice partners with Tetley for commercial-free programming

The Shaw Media specialty channel has launched a show-within-a-show strategy with the tea brand signing on as inaugural partner.
pitch perfect

Viewers may enjoy seeing commercial-free programming but airing that kind of content still requires an angel investor.

To give viewers exactly that, Shaw Media has partnered with Tata Global Beverages to sponsor the broadcast premiere of fashion comedy show, MsLabelled, presenting cable subscribers commercial-free programming.

The partnership, which promotes the Tetley tea brand’s Signature Collection, also includes the cable premiere of the film Pitch Perfect. The presentation of the film along with the series includes two and a half hours of on-air time. 

The execution will be the first of its kind for Shaw Media and will see season two of MsLabelled airing during commercial breaks for Pitch Perfect. Viewers will get to see 10 three-minute long episodes that will play over the course of the film.

An additional 30-minute episode, which includes new content from MsLabelled, will also be aired. The show, which is a multi-platform fashion comedy web series, was developed with MediaCom Canada and is produced by Smokebomb Entertainment and its internal agency shift2 in partnership with Shaw Media. To date, season one and two online have garnered over one million views, according to Shaw Media figures that include total YouTube and Adobe Omniture Site Catalyst numbers.

The show-within-a-show integration execution marks a change in strategy for Shaw Media. Barb McKergow, head of marketing ventures at Shaw Media, said in a statement. and is part of Shaw’s effort to “elevate brands while offering multiplatform integrated entertainment online and on-air,”

Promotions for the integration are being aired on Slice through a 30-second Tetley/Slice ad (see below). In addition, sales bugs will appear on screen while the film is playing to remind viewers that they will be seeing MsLabelled instead of commercials. 

In October Shaw Media announced that Tetley had signed on to sponsor the second season of MsLabelled through a design challenge to create drawstring fashions, as well as a branded video.

The film and show will air on Saturday, Dec. 5 at 9 p.m. ET.